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By building budget compact pickups such as the long-retired P’UP and the recently put-to-pasture TF-Series, Isuzu established a name for itself in the light-truck field. These models offered first-time buyers and businesses affordable alternatives to more-expensive vehicles from larger manufacturers. Isuzu learned the cost-saving route it needed for its new-generation pickup by providing vehicles (such as the Storm) for General Motors’ Geo division and by building Rodeos and Troopers for Honda, to be renamed Passport and Acura SLX, respectively. Now, it’s adapting the successful Chevrolet S-10 to suit the needs of its own dealers. Ironically, Isuzu produced the popular LUV minipickup for Chevrolet over 20 years ago, and now it’s Chevy‘s turn to reciprocate.

While already one of the world’s largest truck manufacturers, Isuzu didn’t hesitate to pursue rebadging an existing light truck for a quick and easy reentry into the U.S. market. By sourcing Hombre production to a domestic plant, Isuzu skirts the penalties of tariffs and currency fluctuation. The company further avoids risk by basing its truck on a proven platform.

To create its own look, Isuzu designers penned restyled rear fenders and fresh sheetmetal from the windshield forward. Pricing is similar to that of the base S-10, leaving many to question what would draw potential customers to the Hombre. Isuzu is quick to answer, citing original styling that has garnered an overwhelming response from consumer clinics. To sweeten the pot, Isuzu includes a 36-month/50,000-mile warranty and roadside assistance, which adds 14,000 miles of coverage over the Chevrolet’s warranty. In addition to Isuzu’s 582 dealerships, the Hombre certainly could be serviced at any of several thousand Chevrolet shops, as well.

Because 50 percent of the previous Isuzu TF pickup sales were of the base truck in short-bed/two-wheel-drive configuration, Isuzu is introducing the Hombre in only that setup. With an established Isuzu Pickup owner base of 500,000, the firm foresees little difficulty in meeting its projected 25,000 sales in the first year. Other options and configurations will be introduced as the market dictates. With the engineering completed, Isuzu needs only to negotiate with GM to add to the Hombre lineup of base S and uplevel XS models.

The interior remains unchanged from the S-10 with the exception of badging. Our test truck, an XS, had a carpeted floor (whereas the ultrabase S features vinyl flooring), rear bumper, and AM/FM radio. The Preferred Equipment Package added a cassette player, air conditioning, and a sliding rear window. A cushy 60/40-split seatback, logical controls, and a roomy cab provide comfortable quarters for driving. Unfortunately, the seat doesn’t fold far enough forward to make reasonable use of the limited storage space located behind it.

The 2.2-liter/118-horsepower inline-four provides adequate power for light-duty hauling, but the engine’s drone in our test truck quickly grew tiresome. On expansion-joint-riddled freeways, the tightly sprung suspension provided a decisively trucklike ride. Steering and handling are adequate and familiar, yet uninspiring. Performance is slower than that of most of today’s pickups, with 0-60 mph occurring in 12.1 seconds. The payback is an EPA fuel-economy rating of 23/30 city/highway mpg.

Beyond its rugged, flared-fender styling, numerous standard features such as anti-lock brakes, bed-mounted cargo hooks, and a comfortable interior make the Hombre an attractive,low-priced offering. Now if only it were available with an automatic transmission and an extended cab.